What are the UK rules on pricing claims and sale prices?
A "was/now" or RRP savings claim in a UK ad is only legitimate if the higher price was your genuine, recent selling price — flashing a "was" price you barely sold at, or an inflated RRP, is a misleading pricing practice under both the CAP Code and consumer protection law.
Must reference prices be real?
Yes. To claim a saving against a "was" price, that price should normally have been the most recent genuine selling price for a meaningful period before the reduction. Cycling in and out of "sale" so the product is rarely at full price undermines the saving and is a recognised problem area.
What are the rules on RRP and "from" prices?
An RRP used as a comparison must be a genuine recommended price, not an inflated figure no one charges. "From £X" prices must be genuinely available in reasonable quantity, not a theoretical lowest price almost nobody can buy.
What about hidden fees and drip pricing?
Quoted prices must include unavoidable fees; UK rules now require mandatory charges in the headline price rather than added late in the journey.
FAQ
- How long must the "was" price have applied?
- Long enough to be a genuine selling price — brief token periods don't qualify.
- Can I show an RRP higher than typical street price?
- Only if it's a genuine recommended price; inflated RRPs mislead.
- Do I have to include booking or service fees in the price?
- Unavoidable fees must be in the headline price under UK drip-pricing rules.
Clearance flags reference-price and drip-pricing risks in retail copy.
Related rules
- What happens if the ASA rules against you?The ASA can't fine you directly — but the real consequences of an upheld ruling are often worse. Here's what actually happens.
- Can you name a competitor in UK advertising?Can you name or compare against a competitor in UK ads? The like-for-like, verifiability and fairness rules explained.
- Can you say "guaranteed" in UK ads?"Guaranteed results" is one of the most upheld claims in UK advertising. When you can use it, when you can't, and safer wording.
This article is general information about publicly available UK advertising rules, not legal advice. Rules change — always check the current codes at source or take professional advice before publishing. Clearance is an independent tool and is not affiliated with the ASA or CAP.